The European TCG Retail Summit is proudly supported since its foundation by Electrolux. In the run-up to the show, we had the chance of talking to Jonas Samuelson, in one of his first interviews since “moving up” into the position of president and CEO of Electrolux.

“The most important trend is the digitisation and mobilisation of consumers in the way they interact with their surroundings”

We asked Jonas what the key elements behind the success of Electrolux are today in Europe.

What is different about your company’s culture that helps in terms of innovation?We are a fast moving company; a relatively lean and entrepreneurial organisation – and that helps us move quickly to market. And we always start with the consumer in mind. For the past 15 years or so, we have changed our culture to go beyond being a manufacturing and sales company to being a consumer driven company.

How are lifestyle (and consequently product) trends evolving?The most important trend is the digitisation and mobilisation of consumers in the way they interact with their surroundings, meaning they expect a lot more out of their appliances in terms of ease of use, product design, flexibility and adaptability.

How are channels developing when it comes to sales of major appliances through retail?That famous buzzword “omnichannel” is taking on increasing importance all the time. Consumers expect to be able to interact with their retailer in whatever way is the most convenient for them – whether it’s through online or mobile interaction or whether it’s through physical in-store interactions. And they expect the retailer to be flexible in terms of responding to those needs. Most big retailers are adapting to that.

How important is it to be a strategic partner of this event, and why?I think it’s incredibly important. This summit is the only platform of its kind where leaders from retail, industry, consultants and other thought leaders in this space have a chance to meet and exchange ideas. Most importantly, it’s an injection of inspiration for change, like a healthy dose of vitamins!